5 tips for communicating with the campus community

By Jared D. Padgett, D.B.A.

August 6th, 2015

Communications director says knowing who to target, and with what tools and platforms, could help ease communication with minimal resources.

Modern technology has provided a multitude of communications platforms in our increasingly digital world. While this has brought the world to our finger-tips, it has also created a challenge for an organization wanting to reach its audience: how can an institution compete with all the white noise and provide opportunities for meaningful interaction with its campus?

As colleges and universities face the ever-present threat of budget cuts, and enrollments fluctuate, the answer to this question may be critical. Consider, however, that this may not even be the right question – or at least the only question.

Think about the makeup of your institution. Think about the students, faculty, admin, stakeholders, and the general public who might interact with your school on a daily basis. Is this a homogeneous group? Likely, you pictured a set of distinct audiences, a heterogeneous blend of unique subsets, all of whom have different needs, wants, and expectations.

Now consider this – are they all receiving the same types of communication? If the answer is yes, then you might have your answer regarding the lack of traction you are getting. This one-size-fits-all approach to communication doesn’t work.

How, then, can a financially burdened, often understaffed communications team manage to create a unique message for each audience? Is this even possible? Fortunately, it is possible to communicate with multiple audiences; even with minimal access to resources. The trick is to know your audience, and maximize the value of your efforts.